Major Gift Fundraising Done EASILY from the donor’s perspective
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Major Gift Fundraising Done EASILY
from the donor’s perspective
Your Presenter »
Jay B. Love CEO and Co-‐Founder of Bloomerang !
• 30 Years of Technology Leadership • Over 20,000 Database Installations • Former Founder & CEO of eTapestry • Former CEO of Master Software/Fund-‐Master • AFP Board Member • AFP Ethics Committee Chairman • Center on Philanthropy at IU Board Member • Innovation Fund at Butler University Board Member • Gleaners Food Bank Board Member • Co-‐Chair of Indianapolis YMCA Capital Campaign
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EngagementAS IL Y
Major Gift Success »
• Family life • Hobbies • Career • Education • Aspirations • Passions • Why they give
Know the donor »
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• Find and involve they have relationships with • Make all interactions fun (delight them!) • Provide them with (relevant) volunteer opportunities • Use their talents wisely • Make sure they know multiple people in the org
Become part of the family »
Calculate engagement »
• Scoring
Calculate engagement »
• Scoring • Create a year-‐long plan for engagement
Calculate engagement »
Amy Eisenstein »
Sample Cultivation Plan »
Free pdf at www.tripointfundraising.com
• Scoring • Create multi-‐year plan for engagement • Use the 0%, 10%, 90% rule
Calculate engagement »
0%
10%
90%!
Engage new donors, or else »
EngagementAskS IL Y
Major Gift Success »
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Donor communications »
“Successful appeals are quite simple. At heart, they are love letters to donors and prospects, woven through with clear cries for help.” !-‐Tom Ahern, Bloomerang Donor Communications Head Coach
Beginning of mail
End of mail
Elapsed time: 1-‐3 seconds
You’re trying for “mental nods.”
Tom’s Secret to Success »
Keep the donor at the center.
Tom’s Secret to Success »
It’s not about you. It’s about the donor.
Not you. The donor.
Not you.
The donor.
Don’t bore them.
Tom’s Secret to Success »
Get them into a fight.
Tom’s Secret to Success »
Remember your SMIT.
Tom’s Secret to Success »
“Focus on the SMIT (single most important thing) you want to tell someone, right now. Ideally focused on a story about an individual.”
-‐-‐ Jonathon Grapsas
Personalize! » • Use their name • Use the pronoun “you” • Include an audience attribute • (“as a parent, you know…”)
• Include geography • (“as a resident of…”)
• Handwritten touches, or all handwritten
Acknowledgements »
• Share stories, not success • Prove that it was worthy of their support • Tell how money was spent • Multiple modes of communication (phone, in-‐person)
EngagementAskSystemIL Y
Major Gift Success »
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All interactions must be recorded and accessible to everyone.
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EngagementAskSystemIntelligenceL Y
Major Gift Success »
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Public Info is Good Info Provided by the Donor Better!
5 best indicators »
5 best indicators »
1. Previous Giving To Your Nonprofit
https://bloomerang.co/blog/5-‐indicators-‐for-‐identifying-‐the-‐best-‐potential-‐donors
5 best indicators »
1. Previous Giving To Your Nonprofit
2. Giving to Other Nonprofits
https://bloomerang.co/blog/5-‐indicators-‐for-‐identifying-‐the-‐best-‐potential-‐donors
5 best indicators »
1. Previous Giving To Your Nonprofit
2. Giving to Other Nonprofits 3. Participation as a
Foundation Trustee
https://bloomerang.co/blog/5-‐indicators-‐for-‐identifying-‐the-‐best-‐potential-‐donors
5 best indicators »
1. Previous Giving To Your Nonprofit
2. Giving to Other Nonprofits 3. Participation as a
Foundation Trustee 4. Federal Political Giving
https://bloomerang.co/blog/5-‐indicators-‐for-‐identifying-‐the-‐best-‐potential-‐donors
5 best indicators »
1. Previous Giving To Your Nonprofit
2. Giving to Other Nonprofits 3. Participation as a
Foundation Trustee 4. Federal Political Giving 5. Real Estate Ownership
https://bloomerang.co/blog/5-‐indicators-‐for-‐identifying-‐the-‐best-‐potential-‐donors
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EngagementAskSystemIntelligenceLegacyY
Major Gift Success »
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When/how to ask »
• Okay to introduce after 2 years of giving
When/how to ask »
• Okay to introduce after 2 years of giving • Do it in person
When/how to ask »
• Okay to introduce after 2 years of giving • Do it in person • Base it on a project opportunity
When/how to ask »
• Okay to introduce after 2 years of giving • Do it in person • Base it on a project opportunity • Legacy can be increased over time
When/how to ask »
• Okay to introduce after 2 years of giving • Do it in person • Base it on a project opportunity • Legacy can be increased over time • Be aware of family needs
EngagementAskSystemIntelligenceLegacyYou
Major Gift Success »
Remember »
• Strive for continuous improvement and education
Remember »
• Strive for continuous improvement and education • Become a donor yourself and see what other people do that works
Remember »
• Strive for continuous improvement and education • Become a donor yourself and see what other people do that works
• Build relationships with estate planning attorneys, financial planners and CPAs to educate yourself
Remember »
• Strive for continuous improvement and education • Become a donor yourself and see what other people do that works
• Build relationships with estate planning attorneys, financial planners and CPAs to educate yourself
• Give someone the opportunity to leave a legacy!
Remember »
“We make a living by what we get. We make a life by what we give.” — Winston Churchhill
Questions?
images via: https://www.flickr.com/photos/jimjanuary/
https://www.flickr.com/photos/84388958@N03/ https://www.flickr.com/photos/leitakma3y/ https://www.flickr.com/photos/wonderlane/ https://www.flickr.com/photos/yogendra174/ https://www.flickr.com/photos/joshme17/ https://www.flickr.com/photos/seanhobson/
https://bloomerang.co/resources
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